The Entity Home Audit: Does This /about Page Give Google Enough to Merge?
Objective: Apply the lesson's Step 1 checklist to a described /about page JSON-LD snapshot and decide what's missing before Google can confidently merge it into a stable entity record.
You're auditing Peloton Interactive's /about page structured data ahead of a redesign, checking whether it gives Google's Knowledge Graph enough to merge the page into one authoritative entity record.
Read the JSON-LD snapshot against the lesson's Entity Home checklist, flag missing properties, and identify the one gap that would most block Knowledge Graph merging.
What is the single highest-value addition to this JSON-LD block for Google to merge the page into a stable entity record?
Before you start
What you'll need
- —Basic familiarity with reading JSON-LD structured data
- sameAs
- a JSON-LD property listing links to other authoritative profiles of the same entity (Wikidata, Wikipedia, LinkedIn), which Google uses to corroborate that the entity is real.
- @id
- a stable identifier fragment URL for an entity, allowing other pages to reference the same entity via mainEntityOfPage instead of redefining it.
Free path (everything below is enough to finish)
Free up to 500 URLs, enough for a single /about page audit
Free tracking sheet
The process
1 step
Step 01 of 01
The lesson's Step 1 says the entity home needs a complete Organization JSON-LD block with a stable @id, and a sameAs array linking to Wikidata, Wikipedia, LinkedIn, Crunchbase, and official social profiles.
This JSON-LD snapshot has name, url, logo, and foundingDate filled in, an empty sameAs array, and no @id property at all. Which single addition unlocks the most entity-merging value?
Procedure
- Crawl the /about URL and extract the raw JSON-LD block via Custom Extraction
- Check for a stable @id property, a permanent URL fragment like https://onepeloton.com/#organization
- Check the sameAs array for links to Wikidata, Wikipedia, LinkedIn, and Crunchbase
- Flag any property present on-page but missing from the JSON-LD block
Peloton /about JSON-LD audit name PRESENT 'Peloton Interactive, Inc.' url PRESENT logo PRESENT foundingDate PRESENT '2012' @id MISSING no stable entity identifier sameAs EMPTY [] , no Wikidata, Wikipedia, or LinkedIn links Highest-value fix: populate sameAs with a Wikidata Q-number link first
Healthy
A populated sameAs array with a Wikidata Q-number link plus a stable @id every other page on the site can reference via mainEntityOfPage.
Unhealthy
Correct on-page fields (name, logo, foundingDate) but an empty sameAs array, which gives Google nothing to corroborate the entity against.
What this means
On-page fields alone describe the brand to a crawler; sameAs is what lets Google confirm the brand is a real, already-recognized thing, which is the harder-to-fake signal.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| sameAs array is empty | Add links to the company's Wikidata item, Wikipedia page (if one exists), LinkedIn company page, and Crunchbase profile | 30 min |
| No @id property on the Organization block | Add a stable @id fragment URL and reference it from every other page via mainEntityOfPage instead of redefining Organization | half day |
Analyze your findings
What to look for
- Stable identifier
- Does the Organization block have an @id that other pages can reference, rather than redefining Organization each time?
- Corroboration links
- Does sameAs point to independent, authoritative sources like Wikidata, Wikipedia, and LinkedIn?
- On-page vs. off-page signal
- Is the audit distinguishing fields the brand controls (name, logo) from fields that corroborate the brand externally (sameAs)?
- Leverage of the fix
- Which missing property unlocks the most entity-merging value, not just which is easiest to add?
Make the call
The JSON-LD block has name, url, logo, and foundingDate filled in correctly, but an empty sameAs array and no @id property. Which single addition unlocks the most entity-merging value?
Recommendation · Priority: High
“Populate the sameAs array first, with links to Peloton's Wikidata item, Wikipedia page, LinkedIn company page, and Crunchbase profile, since this is the corroboration signal currently missing entirely. Follow with a stable @id fragment URL so every other page on the site can reference the same entity via mainEntityOfPage instead of redefining Organization.”
Common mistakes
What trips people up
Assuming correctly-filled on-page fields mean the entity is complete — name, logo, and foundingDate describe the brand but don't corroborate it; an empty sameAs array still blocks confident entity merging.
Prioritizing the @id fix over the empty sameAs array — sameAs is the harder-to-fake external corroboration signal; without it, even a stable @id has little to merge against.
Treating any single social link as sufficient for sameAs — the lesson's checklist expects multiple independent corroboration sources (Wikidata, Wikipedia, LinkedIn, Crunchbase), not just one.
Final deliverable
A property-by-property audit of the /about page's Organization JSON-LD with one ranked highest-value fix.
See a reference example
HubSpot /about JSON-LD audit (reference example) @id PRESENT https://hubspot.com/#organization sameAs PRESENT Wikidata Q5926631, Wikipedia, LinkedIn, Crunchbase founder PRESENT Brian Halligan (Person), Dharmesh Shah (Person) Result: fully mergeable entity record, feeds Knowledge Panel
Success criteria
You're done when you can:
- Correctly identifies the empty sameAs array as the highest-value gap over the missing @id
- Names at least 3 specific sameAs targets to add
- Does not flag correctly-populated fields as problems
Key takeaway
A complete entity home needs both self-described fields (name, logo, foundingDate) and externally corroborated ones (sameAs, @id). The corroboration signals are what let Google confidently merge a page into one authoritative entity record, and they're usually the gap worth fixing first.